Dragonair Service Quality

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Service design should concern of three important functions, they are marketing, human resource management (HRM), and operations. These three areas should be cooperated together to achieve the efficiency. (Mudie P. and Pirrie A., 2006:48) Dragonair’s service design understanding would be evaluated in the following.

Service Setting

Service setting is about the physical evidence, according to Hoffman’s Role of physical evidence, there are four roles as below.

Packaging the service

Dragonair provides a positive image to customers. It built up the professional service and flight safety images. It ensures Also, Dragonair promises to work with the long-term sustainable development.

Organizational culture and climate

According to Harrison and Handy’s types of organization culture (Mudie P. and Pirrie A., 2006:34) Dragonair is classified to the support culture. It provides caring and responsive service to the customers and satisfies their requirements. Besides, Dragonair provides the professional image to customers. For example, Dragonair's uniform design reflects professional and modern outlook and it ensures every staff are well-trained to handle the emergency problems.

As for the organizational climate, Dragonair also concern about the employees development. It understands that employees are the important elements of the company. They are represent the company and help to provide quality service to customers. In the press releases, Dragonair won the silver award of Team Award-internal Support Service (Dragonair, 2015). It offers diversified programs to train up their staffs.

According to Slack’s The stages of design, the service design process would be measured by five operation performance objectives, they are quality, speed, dependability, flexibility and cost.

The Servuction model

There are four factors that of the servuction model, they are servicescape, contact personnel/service provides, other customers and organization and systems. These factors are directly affect customers’ service experiences.

The servicescape is about the service environments designed by physical evidence. There are four roles of the servicescape which are packaging the service, facilitating the service delivery process, socializing customers and employees and differentiating the firm from its competitors.